Distribution Network of Bisleri

ICFAI Business School, Gurgaon

(Batch: 2015-2017)

Submitted to –                                                         Submitted by-

Prof. Vinod Kumar Mutreja                                        Abhishek Aggarwal

                                                                        Abhineet Kapoor

Pranav Goyal

Sarthak Govil

                                                                        Sakshi Arora

                                                                        Sakshi Sonik

                                                                        Vinay Raj

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Executive Summary

Bisleri is a famous brand of bottled water in India and it was found in 1965. Bisleri has 60% market share in packaged drinking water industry in India. Bisleri has a very strong distribution network and it has reach to almost all region of the country. Its operations run throughout the subcontinent of India and are one of the leading bottled water supplying companies. As of now, Bisleri has 80 bottling plants Pan India, amongst which 12 are their own and 68 are licensed. It deals not only in bottled water but also in energy drinks, soda, facial wipes, stand and faucet, ice box. Bisleri has a wide and well managed salesman appointed for taking up the responsibility of distribution of its products to diverse parts of the country. Bisleri uses three level of distribution channel as it includes dealers, wholesalers and retailers. The participants play a vital role in success and failure of any business. They actually bridge the gap between suppliers and end consumers thus framing the outline for a company in end users mindset.The existing situation in which Bisleri is operating is oligopoly. This means that companies have more pricing power than if they were operating in perfect market circumstance. The marketing strategy provides the design for achieving them the linkage between marketing strategies and overall corporate success is indeed direct and vital. Bisleri has been developing the drinks for over a year and after final testing and development, they are now all set to launch the array of economical and refreshing soft drinks. Indian consumers are tired of the existing range of products and need something new and innovative. Bisleri Pop’s unique flavours will stand out among the available flavours in the market and will give the consumer a wide variety of choices. Bisleri has gained the tremendous success in the field of bottled industry.

Table of Contents

             Content                                                              Page No.

1. Introduction of the company and                         4

Product mix

1. Channel Decisions                                                7
2. Channel Participants                                                8
3. Channel Structure                                                9
4. Channel format                                                        11
5. Sales force management                                         12        
6. Pricing Strategy of Bisleri                                        14
7. Supply Chain Network                                                15
8. Channel Conflict                                                         18
9. Mode of transportation                                        19
10. 4 D’s Distribution                                                19
11. Participants Evaluation                                        21
12. Challenges Ahead                                                22
13. Conclusion                                                                23
14. Recommendations                                                 24

   Introduction of Company

Bisleri’s history is a glimpse of the constant innovation, commitment to quality, and focus on customer need, that have made Bisleri the benchmark for bottled water in India.

Bisleri is a famous brand of bottled water in India. Ramesh Chauhan joined the Parle group, found by Jayantilal Chauhan, in 1963. Parle group started manufacturing soft drinks in 1949, namely, Gold Spot, Limca, Maaza, Thums Up and Citra. Bisleri, an Italian mineral water company, was launched in India in the year 1965, and bought by Parle from the Italian entrepreneur Signor Felice Bisleri in 1969 as the company was unable to market bottled water, and planned to exit the market. They merely used the name and launched Bisleri soda with two variants -- carbonated and non-carbonated mineral water. Bisleri soda, though doing well, had to be discontinued, as Parle sold their soft drink brands to Coca-Cola in 1993. After the sale to Coca-Cola, Ramesh Chauhan dedicated himself to develop Bisleri as a brand and bring safe drinking water into the public domain. His undying determination and vision has made Bisleri a premium mineral water brand and a household name.